Post on 31-Oct-2014
description
Extending Your Voice To The World: A Blogging Strategy
Jeremiah OwyangAltimeter Group
Dec 12, 2009Doha, Qatar
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Theme
Simple Online Publishing Technology Has Revolutionized How Information Spreads
Around The Globe –The Power Has Shifted To The Participants.
So, Participate.
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Agenda
•How It All Began – Humans Are Social
•A Power Shift – To Participants
•Adoption Around The Globe
•Notable Examples: Who’s Doing It Right
•The Future of Online Voices
The ImpactHumans Are Social Animals
•From early days, man
has connected –and
communicated.
•Tribes passed
information, stories,
art, and print.
•Isolation is scary, and a
punishment.
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How It All Began•Before blogging, digital communities
▫UseNet, Bulletin Board Systems•Online diaries
▫Justin Hall, 1994, recognized as one of earliest
▫Dave Winer, Scripting News•From manual updating to publishing tools
▫OpenDiary (1998), LiveJournal and Blogger (1999)
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The Naming•1997: “Weblog,” coined by John Barger•1999: Peter Merholtz used term “We
blog”•1999: Evan Williams used blog as a noun
and verb, and co-founded Blogger which popularized the terms
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Scobleizer, Microsoft
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Hitachi Data Systems, blogs.hds.com
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Jonathan Schwartz, Sun Microsystems
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Her Majesty, Queen Rania of Jordan Reaches To the World
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Takeaways•Humans are social creatures.•Blog simply extend our behaviors.•Blogging = human.
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Agenda
•How It All Began, Humans Are Social
•A Power Shift – To Participants
•Adoption Around The Globe
•Notable Examples: Who’s Doing It Right
•The Future of Online Voices
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People Trust Each Other
Source: http://www.edelman.com/trust/2009
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Agenda
•How It All Began, Humans Are Social
•A Power Shift – To Participants
•Adoption Around The Globe
•Notable Examples: Who’s Doing It Right
•The Future of Online Voices
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Global Blogging Highlights•72% are Hobbyists, 28% are Pros
▫Pros: Part-Timers, Self-Employed, or Corporate
•Rise of professional blogger continues▫70% of Pros are blogging more than before
•Blogging on an upward trajectory▫57% plan to blog more
•Motivations:▫71% to speak mind▫68% to share expertise▫37% to attract customers/clients
Source: http://technorati.com/blogging/feature/state-of-the-blogosphere-2009
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Many Don’t Have “Authority” 45% of Blogs Have Authority
Source: http://technorati.com/blogging/article/day-1-who-are-the-bloggers/page-2
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Social Network Adoption Increases
Source: Wave 4. Universal McCann, http://universalmccann.bitecp.com/wave4/Wave4.pdf
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Global Adoption
Source: http://technorati.com/blogging/article/day-1-who-are-the-bloggers/page-2
2009, 50 Countries
US (48%)EU (26%)APAC (10%)Other (16%)
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Map of the Arabic Blogosphere
Source: http://cyber.law.harvard.edu/publications/2009/Mapping_the_Arabic_Blogosphere
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Arabic Blogosphere Focuses On News and Issues
• The study “coded” 4,000 blogs in Arabic to find information about political issues etc.
• 19% of bloggers are critical of terrorism
• Among general politics and public life: ▫ Domestic news (64%)▫ International news
(46%) ▫ Ethnic minority issues
(25%)▫ Economic issues (21%) Source: http://cyber.law.harvard.edu/publications/2009/Mapping_the_Arabic_Blogosphere
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Takeaways•Adoption is happening around the world –
most major newspapers are indicator•Don’t expect everyone to blog –but many
will read.•Arabic blogosphere focused on news and
issues.
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Agenda
•How It All Began, Humans Are Social
•A Power Shift – To Participants
•Adoption Around The Globe
•Notable Examples: Who’s Doing It
Right
•The Future of Online Voices
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By Vertical
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ArabCrunch Focuses on Startups
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The Next Web Tech Blog Focuses on Middle East
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Green Prophet Invites International Bloggers To Focus on Sustainability
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International Group Blog: Volunteers from the Peace Corp Share
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By Audience
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New Zealand’s Libraries Engages Kids
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Singapore Government Keeps an Eye On the Region
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To Engage
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Conservative US Transportation Security Administration Starts A Dialog
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US State Department Talks With Citizens
Primarily a one way channel but appropriate.
The videos provide good relevant information in ways that are easy to digest and helpful
Australian Victorian Government Asks For Ideas
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Takeaways•Start your blog with a clear objective in
mind.▫Listening, Dialog, Supporting, Innovation
•Keep content focused on one topic –don’t deviate.
•Measure based on your objectives.
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Agenda
•How It All Began, Humans Are Social
•A Power Shift – To Participants
•Adoption Around The Globe
•Notable Examples: Who’s Doing It Right
•The Future of Online Voices
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Blogs Integrating Social
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Blogs Integrating Social
Blogs quickly
cascade to social
networks
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Facebook Connect allows
users to see what friends
read/comment on
Sharing What We Read
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Takeaways•Integrate your blog with other social
tools, encourage WOM.•Allow logins from other social networks to
help content to spread.•Social networks allow for ‘personalized
front pages’ in the context of your friends.
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Summary: Putting it All Together• A powerful global trend.
• Blogging empowers global voices –extending
beyond geography and borders.
• Develop a strategy, focus on your objectives,
and treat it like a media platform.
• Remember that the most effective blogs are
conversational –two way. Ask questions.
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Blogging Hacks: What I’ve Learned
• Read lots of blogs.• Treat your blog like it’s own company –and
brand.• Keep content focused on single topic.• If serious, invest in designers and developers.• Have an editorial calendar.• Integrate it into everything you do. Online.
Offline• ABR: Always Be Researching• Pay yourself first.• Have fun.
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Connect With Others•1) Go to web-strategist.com/blog•2) Leave a comment, and describe your
blog, and put URL.•3) Subscribe to others, learn, link, and
share.
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Thank You
Jeremiah OwyangAltimeter Group
jeremiah@altimetergroup.comweb-strategist.comTwitter: @jowyang
Column for Forbes CMO Network
Copyright © 2009 Altimeter Group
Slide Production By Christine Tran, Researcher, Altimeter Group
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Most Arabic bloggers Use as Diary